A/B Testing in Action: Boosting Furniture Retailer’s Key Digital Ad Metrics
The Challenge
Here’s a brief case study highlighting something we at Phelps Digital noticed in a furniture retailer’s Google Ads account. The ads within their Branded Search campaign were underperforming despite good impression share. The reason? Our analysis revealed that the top-performing headlines didn’t mention the company’s brand name at all — a strategy counterintuitive to conventional marketing wisdom.
Our Recommendation
As a company that thrives on holding vendors accountable and optimizing digital marketing performance, we knew the value of brand presence in advertising. We suggested a straightforward, yet potentially transformative experiment: Pin a headline with the brand name in one of the top three headline positions and A/B test this change for a period of 30 days.
Measuring Success
To quantify the effectiveness of our recommendation, we monitored specific Key Performance Indicators (KPIs):
Click-Through Rate (CTR): Reflects the engagement level of ad viewers.
Cost Per Click (CPC): Indicates the cost efficiency of the campaign.
Conversions: The ultimate measure of the ad's success in prompting the desired action.
Cost/Conversion: Demonstrates the financial impact relative to the conversion performance.
The Transformative Results
Post-implementation, the KPIs spoke volumes about the significance of brand mention in search ads:
CTR: Soared by an impressive 14%, signifying enhanced ad relevance and user interest.
CPC: Reduced by 15%, depicting greater cost efficiency.
Conversions: Skyrocketed by 62%, highlighting a substantial increase in customer actions.
Cost/Conversion: Decreased by 39%, representing a sizable reduction in expenses for each conversion.
The Client’s Response
The retailer was extremely satisfied after witnessing the substantial improvement across all key metrics. The results underscored the potency of integrating brand identity into the advertising strategy, proving beneficial for both the company's recognition and its advertising budget.
Have questions or need guidance on your digital marketing strategy? We're here to help. Reach out to Phelps Digital for a no-pressure chat with one of our experienced digital marketing strategists and consultants. We’re different because we don’t sell ads–we oversee them and so much more. Consider us as your digital marketing insurance team. Learn more today!